How We Used Youtube Ads To Get A Personal Injury Lawyer Qualified Calls At $80 Per Lead

Why Youtube Ads Are Such a Powerful PPC Method For Obtaining Clients

Facebook/Instagram ads have become less effective due to iOS Apple updates.

Google search ads are increasingly expensive and the cost per click has gone out of orbit, and it also only targets users that have searched for a lawyer.  

What if you could target people before they have even started searching for a you that are potential clients further up the marketing funnel, all while targeting people specifically looking for your services at the same time?

And what if it costs a fraction of the cost to get clicks to a landing page for these people, say $1 or $2 dollars?

About Hivelead And The Author

Jared, the founder of Hivelead, has worked with media buying for 13 years.  For the last several years, Jared has focused on Youtube Ads. 

Hivelead's media buyers help lawyers get more cases with Youtube Ads.

Youtube Ads Results

For a certain PI lawyer, we used Youtube Ads in the Philadelphia area.  

Youtube Ads allows you to target in a number of ways:

Custom Intent Audiences - target people googling “car accident lawyer” and the like, or target people going on your competitor’s website.
In Market - Target people in the market for a lawyer
Keywords - Target videos with certain keywords
Placements - Target specific videos
Topics - Target videos with certain topics
Demographics - Target people based on gender, income, and the like
Geography - Limit your targeting to specific areas

For this particular lawyer, we targeted Philadelphia proper with a competitor audience (custom intent), a keyword audience higher up the funnel (custom intent), a placement audience, and a topic audience, and a keyword audience.  We also layered in some demographic targeting.

Here are the results:

This table does not include around 40% of conversions (conversions = phone calls and emails here in this screenshot), because we added a number to our Youtube Ad, and calls from the ad itself cannot be added to Google Ads as a conversion.  However, you can see here, after testing $11,037.28, we found an audience that would produce phone calls for less than $80.

After pausing our placements, topics, and keyword group, combining the results of our custom intent competitor and keyword groups, conversions came in at right around $80, including our registered calls that came directly from the Youtube Ad (tracked via Callrail).

Competitor audience:  approximately $65 per lead,
Custom Intent keyword audience: approximately $90 per lead.

What about quality?  

Lead quality was remarkably higher than other inbound methods; only referrals were superior.  For many people, it was the first law firm they had spoken with, and close rates were in the 15% to 20% range.

What Kind Of Ad Did We Create?

The ad targeted individuals who had been in a vehicle accident.

Ads for Youtube should have the following structure:

Pattern Disruption intro
State the problem of the potential client
Agitate the problem by talking about deep underlying consequences
Present the lawyer as a unique solution to the underlying consequences
Tell them exactly how to get an offer, all while adding urgency (in this case a free consult)

This is the basic structure we use for our Youtube Ads and it’s how we got the results we did.  Videos can be as long or as short as you need them to be, but a longer video actually got better results, believe it or not.

Would you like to see examples of Youtube ads we created for lawyers?

Download 10 examples of lawyer YouTube Ads we created below:

So, who is this case study for?

- For business owners that need leads but find too much competition on traditional ad platforms or with SEO.

-It’s for business owners that need to get more clients in the short term.

Get 10 Free Youtube Ad Examples For Lawyers